Strategic Philanthropy: Can Advisors Help Reverse Canada’s Giving Deficit?

Charitable giving is declining in Canada, yet strategic philanthropy offers important opportunities for tax-efficient wealth planning and building family legacies. At the 2026 Acuity Conference for Distinguished Advisors, Chantal Thomas, MBA, Pl. Fin., MFA-P™, Senior Director, Philantra and Private Foundations, will explore how advisors can help reverse this trend in “Strategic Philanthropy: Correcting the Giving Deficit,” sponsored by National Bank Trust – Philantra Foundation / Banque Nationale Trust – Fondation Philantra.

The session takes place November 24 in Victoria, B.C., as part of the conference's focus on understanding client needs and reflecting the value of professional advice which will be explored through the theme “The North Star: Strategic Direction & Value Reflection”.

Moving Beyond Charitable Donations

For high-net-worth families, philanthropy can be much more than an annual charitable contribution. When integrated into a comprehensive financial plan, strategic giving can help families manage their wealth tax-efficiently while supporting causes that reflect their values.

A structured philanthropic plan also creates opportunities to consider charitable giving alongside retirement income, estate planning and the long-term transfer of family wealth. For advisors, the opportunity is to help clients move from occasional giving decisions toward a more deliberate, long-term approach that considers both financial objectives and charitable intentions.

Engaging the Next Generation in Family Wealth Planning

One of the important benefits of strategic philanthropy is its potential to bring multiple generations into the wealth planning conversation. For retiring high-net-worth clients, charitable giving can provide a meaningful framework for engaging children and grandchildren in discussions about family values, financial responsibilities and the legacy they wish to create.

Rather than focusing exclusively on how wealth will be distributed, these conversations can help families consider the purpose behind their wealth and the impact they want it to have. This is particularly relevant as advisors help clients navigate retirement, succession and the transfer of assets to future generations.

Correcting the Giving Deficit

Despite the financial and personal benefits that philanthropy can provide, charitable giving in Canada is declining.

That raises an important question: Can advisors help reverse this trend by making strategic philanthropy a more consistent part of their client conversations?

By introducing charitable planning earlier and connecting it with broader wealth management objectives, advisors can help families consider opportunities that benefit both their financial circumstances and the communities they wish to support.

In her session, Chantal Thomas will examine how strategic philanthropy can help high-net-worth families optimize after-tax wealth, engage younger generations and establish a more structured approach to long-term giving.

The Bottom Line

Strategic philanthropy offers an opportunity to connect tax efficiency, family values and intergenerational wealth planning. For advisors, understanding how charitable giving fits into the larger financial picture can lead to more meaningful conversations and a more comprehensive approach to serving clients.

Join Chantal Thomas at the 2026 Acuity Conference for Distinguished Advisors, November 22–24 at the Delta Victoria Ocean Pointe Resort in Victoria, B.C., for “Strategic Philanthropy: Correcting the Giving Deficit,” sponsored by National Bank Trust – Philantra Foundation / Banque Nationale Trust – Fondation Philantra.

The conference brings together distinguished professionals from across Canada's tax, accounting and financial services sectors for multidisciplinary education, professional networking and up to 20 CE/CPD credits.

Explore the 2026 Acuity Conference and Register Today.  Registration closes October 31.

About Philantra Foundation:

A non-profit and charitable organization, the Philantra FoundationTM was created to help you provide long-term support to the causes that matter most to you.

Drawing inspiration from National Bank’s values of agility, partnership and empowerment, the Philantra Foundation strives to have a positive impact on the lives of those who will benefit from the generosity of the donors and from the efforts of the organizations they support.

The Philantra Foundation enables you to create your very own charity from within a public foundation without having to worry about timelines, costs and the administrative complexities of creating and managing a private foundation. You can simply choose the cause that means the most to you, and we’ll support you at every stage.

Additional Educational Resources: later this season, Chantal will appear on Real Tax News Podcast with Evelyn Jacks and friends! If you're interested in this subject, we also invite you to check out the MFA-P™ Strategic Philanthropy Designation, now available in English or French!